You’ve probably seen Apple’s “You’re more powerful thank you think” iPhone 5s commercial, which depicts iPhone owners using their device to do everything from control a guitar to fire a set of rockets. What you might not know, however, is that the ad’s signature tagline has allegedly been used by well-known New York City street artist James De La Vega for almost 10 years. Now he’s taking action.

According to the Daily News, De La Vega has filed a cease-and-desist letter to Apple, claiming that the company intentionally stole the tagline that’s widely associated with his work. De La Vega’s lawyer claims that the commercial violates the artist’s rights as the “common law owner of the trademark,” and that it falsely gives the message that De La Vega supports Apple.

De La Vega told the Daily News that his quotes are “intended to inspire, uplift and empower human beings,” and that Apple used his phrase to “motivate their base to buy their phones.” We reached out to Apple for comment, but had not received a response as of publish time.

I should make a food or drink product and trademark the slogan "It's delicious". And go after anyone who dare describe their product as "delicious".

the rarity or complexity of the phrase doesn't matter for a trademark.

Nikon's trademark is "I Am ......."

They can't sue people for using it in daily speak or even other companies for using it in marketing material(unless it's very obvious bolded and such and don't fit it). However if someone where to make marketing that said "I am the best burger" or something, then they absolutely could.